The campaign included a 2 min broadcast film, mini documentaries, print and social, a performance broadcast live on CNN on New Years Eve and culminated with a Super Bowl spot. This case study shows how all the elements came together:
We partnered with CNN's Great Big Story to create mini-docs about each of our heroes. Watch them here.
We ran national print and social executions telling their stories.
And on New Years Eve we honored our heroes with a live performance of the music by the National Children's Chorus that ran as the last commercial on CNN for 2017, giving MassMutual the final word.